“We’re doing three weeks currently, but now we’re pushing to two weeks,” he said. “It’s a marathon not a sprint and we’ve been getting better with each of our releases, in terms of how we budget, how we plan it out, how we manage personnel etc.

“Now we have four full ‘Living World’ teams that are building these content updates, so that we can stagger releases and make sure that [developers] can decompress and get the quality time necessary to build a good design document before going back in and trying to implement it all over again.

“If we can push this, if we can add content every two weeks that is engaging to the players, then really it’s almost like a TV show at that point. It’s kind of stay tuned until next week for the thrilling conclusion of… That’s where our goal is, and it’s really fascinating when you have an entire studio dedicated to pulling off.”